The internet is growing and the competition tightens. To successfully compete, marketers need to adapt to the changes that frequently happen. Marketing on the internet is to get the most of the internet users, and by advertisements, marketers can deliver information to more people in more places.
Native advertisement is one of the most popular form of advertising. Its method is by delivering ads contents in the same way the medium is delivering its user experience. Native ads format match both the form and function of the place they are delivered, creating a less intrusive situation than other form of online advertising.
Native advertisement, because it matches the design of the website it is placed, increases the chances for it to be clicked. This has made it popular in a short amount of time, and implemented by many advertisers.
However, this method of advertisement do have its own disadvantages. Native ads are "tricking" users in thinking the ads aren't ads. While many advertisers stick to the ongoing method of banner and text ads, more people are embracing native ads to increase their brand awareness on the web.
Choosing native ads for your website means that you are keeping up with the new trend. The list below is some of the things you can do to implement this method without annoying your visitors, and get the best out of it.
Target the Correct Audience
Investments are valuable if they can give something in return. Before adopting native ads as your marketing campaign, you need to know the publisher's reader statistics to make sure that they are your correct audience.
You also need to ask your target publisher the demographic of their readers, will they promote your ads in their social channels, they methods of distributing your ads, will it be included in newsletters and promoted materials, will their valuable contents be linked to your website, and so forth.
Creating Valuable Contents
If all the requirements matches their criteria, you can then proceed in making a compelling and attractive content. You can create your own content, or let the publisher do the job. By doing it yourself, you can have full control of the content, giving it to the publisher will make your content more appealing because your content will be from the voice of someone the publisher's readers are familiar with.
You may know how to create your own ad contents best, but your publisher know how their readers a lot better than you do. Native ads is to deliver ads that are somehow "masked" from ad connotation. Giving your publisher the freedom to create your content is more favorable.
Preparing Your Landing Page
A landing page is a page where visitor is directed when they click on a link. After you have the ad content, you can then create a compelling landing page.
If you are hosting your own landing page, you have all the control. You need to make sure than everything is optimized and ready to drive the increase number of leads that will come. But if your publishers are the ones that are hosting your landing page, you need to be strict to them. They may have no control of conversion rates, but they have control of the quality of traffic driven to the article, based on your predefined preferences.
There is nothing better for an ad when it has a high conversion landing page.
Calculate to Benefit
Ad placement cost your money. And there is no need for your to put an ad if it doesn't benefit you. You need to have a goal by setting your metrics at the start to benefit yourself and your publishers.
One of the most important metrics to watch is the CPL (Cost Per Lead), as it can provide you with a base number to evaluate each offer, set expectations for future posts, and compare results between different pieces of content. When you know your average CPL, you can use that to determine whether or not the publisher's offering is worth for your ads.
For further information, you also need to know the basic of web metrics and statistics to understand your audience's behavior.
Optimize for Conversion
To make your native ad working as you expect, you need to control the funnel. You need to know what your average conversion rates for all you campaign. Evaluate each of them to know their performance, and then optimize them whenever necessary. By doing so, you will know when to adapt to changes when your ads are not performing well.
Sales opportunities heavily depend on quality leads. Since publishers have the visibility to see quality of traffic driven to the article, they can very well be held responsible for the quality of leads delivered. You can ask your publisher to deliver leads under a certain CPL, and a certain percent of marketing qualified leads.
Evaluate and Compare
The use of native advertising is becoming more common. As the demand increases, publishers have more power, and are becoming strict with their offerings. Not all expensive options deliver the best results. You need to do several researches before putting an ad somewhere.
Compare your ads' performance in one place to another. See which have the highest conversion rates and which have the lowest. Make changes when necessary as quickly as possible, and keep observing the funnel to see how it goes.
Despite the ads are shown on your selected publisher's website, you need to build a close relationship with them. Their editors and publishers are the people that control you ads. Having an open communication with them allows you to understand more about your goals.
Native ads need to be flexible. Establishing a good relationship enables you to work with them directly to help pinpoint what is working and what isn't, and to know when and how to change if your ads run into challenges, or if your ads aren't performing as expected. Better communication translates to better and faster solution.